Former Bedding Industry Leader Challenges New Market with Yakitori: 'Sleep x Beauty x Food' Concept Debuts in Roppongi

4shift Inc. (Headquarters: Minato-ku, Tokyo; CEO: Junichi Saito) will hold a pre-opening of its new high-end yakitori restaurant, 'Sleep. Beauty. Fire. Yakitori Saito' (Grand Opening: April 15, 2026), in Roppongi on April 1, 2026. This is not just a 'yakitori restaurant.' It is a 'restaurant that designs your physical condition for the next morning.' This store offers a new, unprecedented yakitori course experience designed with the goal of 'improving sleep quality.' Ingredients, cooking methods, aroma, temperature, and the flow of the meal are all linked to 'sleep' and 'beauty.' It is a new genre of restaurant that designs not just a 'delicious meal,' but your physical state after eating. The course is served in an order that considers sleep and beauty, designed to influence your condition the next morning. Japan is considered the country with the shortest sleep duration among OECD members. With about one in two Japanese people facing sleep issues, and women having shorter sleep durations than men, this project was born from the conclusion of CEO Saito, who spent 28 years on the front lines of the sleep industry, that 'to energize the world from the morning, we must integrate food and sleep.' CEO Junichi Saito (born 1973) has served as President of Showa Nishikawa Co., Ltd., and Representative Director of the Sleep Improvement Academy. In December 2025, he resigned from all positions to fully commit to the 'food world.' This is not just a restaurant entry, but a project where a 'sleep professional changes Japan's sleep through sleep x food.' During the pre-opening period from April 1 to April 14, 2026, we are offering one free dinner course to members of the press. We aim to establish a new market of 'food x sleep.' 'Eating changes sleep, and sleep changes life.' Yakitori Saito redefines the value of dining out and will 'energize the world from the morning.'